Trending: Agents, it’s time to show your face (and find your voice)

by Jessi Healey | Jun 1, 2025 | Industry, News Feed

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Trending: Google goes all-in on AI — are you ready?

by Jessi Healey | May 24, 2025 | Industry, News Feed

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

AI is no longer a side tool — it’s the system. At Google’s I/O and Marketing Live events, the company unveiled a flood of updates that touch everything from how we search to how we shop and create. Combine that with fresh insights from Deloitte, smarter Threads features, and Instagram advice direct from Adam Mosseri, and it’s clear:

The platforms are shifting. The way we show up on them has to shift, too.

For real estate professionals, this week’s updates are less about reacting and more about preparing — building visibility, testing tools and showing up with a voice that connects.

Google goes full AI tidal wave — from search to shopping to cinema

If it feels like Google dropped an entire surfboard of AI updates this week, you’re not wrong. At I/O and Google Marketing Live, the tech giant announced sweeping changes that embed AI across nearly every touchpoint.

On the consumer side, AI Mode will soon supercharge Google Shopping with expert-style product research, virtual try-ons, smarter discovery and auto-checkout features triggered by price drops.

For advertisers, Performance Max now includes channel-level reporting, ads are coming to AI Overviews and search results may soon feel more curated than ever.

Then there’s Veo 3 — Google’s new video generator that handles everything from character dialogue to animal sounds with shockingly realistic results. It even lip-syncs. 

Also new: Imagen 4 for image generation and Flow, which lets you build full cinematic experiences from written prompts — all inside Gemini’s Ultra plan.

For real estate professionals, this is a preview of how your marketing toolbox is about to expand — and complicate. AI-generated video, AI-assisted search and auto-research tools aren’t science fiction. They’re showing up in how clients find homes, compare listings and even experience virtual walkthroughs.

You don’t need to learn everything overnight. But it’s time to start watching the waves — because Google just changed the tide.

Deloitte confirms it: Consumers follow creators, not brands

According to Deloitte’s 2025 State of Social report, the average consumer follows nearly twice as many creators as they do brands on social media. The takeaway? Influence is personal, and increasingly, it’s not coming from logos.

The report also found that 3 in 4 consumers believe creators are shaping how brands behave online, and 56 percent trust creators more than traditional advertising.

For real estate professionals, this is a cue to act more like a creator, not just a marketer.

People want insights, storytelling and a human voice. They’re not following you just to see listings — they’re following to learn, connect and get a sense of how you operate. So the more your content reflects you, your values, your voice, your expertise — the more likely people are to stick around.

Whether you’re hosting walkthroughs, sharing neighborhood stories or weighing in on market shifts, think like a creator with purpose, not just a brand with a message.

Switching lanes on Instagram? Don’t start over — start smarter

Thinking about changing up your Instagram content? Head of Instagram, Adam Mosseri, says there’s no need to start a brand-new account. Instead, ease into the pivot.

His advice:

• Post a video to let followers know what’s changing
• Archive old content instead of deleting it
• Use test Reels to help the algorithm catch on

For real estate professionals, this is a reminder that reinvention doesn’t require a reset.

Whether you’re shifting from listings to lifestyle or starting to spotlight market education, bring your audience along and give the platform time to learn your new direction. Plus, the older your account is, the less likely it is to be suspected of being a bot. (A problem all new accounts must overcome in the beginning.) 

Threads tests accounts without Instagram

Until now, creating a Threads account required an Instagram login — but that might be changing. Threads is testing the ability to sign up without tying your identity to Instagram, potentially opening the door to users who’ve been on the fence.

For real estate professionals, this signals a broader audience and more flexibility.

If Threads continues to grow independently, it could become a more open platform for niche content, opinions and hyperlocal updates — especially for those who don’t want to blend business and personal profiles.

Threads adds link tracking — and 5 slots to fill

You can now add up to five links in your Threads bio, and better yet, Threads will provide basic analytics to show how each one performs.

For real estate professionals, this is a chance to get strategic with traffic.

Think: a home search link, newsletter signup, tour calendar, lead form and buyer’s guide — all in one place. And now, you’ll know which ones are driving clicks.

Threads ads are now manageable via third-party tools

Threads is quietly rolling out the ability for third-party platforms to create and manage Threads ads — a key move for brands and marketers already managing content across multiple apps.

For real estate professionals working with ad managers or content teams, this streamlines paid strategy.

While Threads is still mostly organic and conversation-driven, this update hints that a more scalable ad infrastructure is coming. If you’re investing in paid reach, it might be time to test what works here.

TL;DR (Too Long, Didn’t Read)

• Google rolls out AI across the board — from video generators to virtual shopping assistants and search-integrated ads
• Deloitte says creators now outpace brands — most users follow more influencers than companies, and they trust them more, too
• Instagram says don’t start over — pivot smarter — post a heads-up video, archive old content and test your new direction
• Threads loosens ties with Instagram — accounts without Instagram attached might be on the way, now you can add five tracked links in bio and manage ads through third-party tools

The digital landscape is tilting toward personalization, creator influence and AI-everything. If your strategy still relies on brand polish over human presence, you’re going to feel the gap. The platforms are evolving fast — but the opportunity lies in staying grounded: Clarity in your message, consistency in your presence and the courage to adapt before it’s trendy.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

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Trending: National parks get spicy, TikTok gets inclusive

by Jessi Healey | May 18, 2025 | Industry, News Feed

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

What started as a joke — national parks throwing flirty insults at each other — has turned into one of the most unexpectedly effective awareness campaigns on TikTok. These unofficial park accounts aren’t just going viral because they’re funny. They’re connecting because they know how to speak directly to their audience, with voice and purpose.

Are Yellowstone and Joshua Tree National Parks … flirting with you?

If you’ve been on TikTok recently, chances are you’ve come across some pretty spicy stitches from — *checks notes* — national parks? Yes, many national parks are going viral for spicy content (spicy in an R-rated way), and it seems to be working.  Those accounts on TikTok aren’t official — they’re clever, fan-run profiles giving public lands a personality and a little bit of edge. 

It all started as a joke: “Mount Rainier” and “Mount Hood” trading flirty insults in the comments. But when budget cuts hit the National Park Service in February, those same creators pivoted — using humor, thirst traps and sharp copy to raise awareness for conservation efforts.

It’s absurd. It’s effective. And it’s a masterclass in tone.

These creators didn’t just chase attention — they used a specific voice to turn a serious topic into something worth watching. And their success didn’t come from perfect content — it came from knowing what would resonate with their audience.

For real estate professionals, this is a reminder that you don’t have to sound like everyone else — you just have to sound like you, in a way your audience connects with.

Before chasing trends or mimicking a viral style, ask yourself:

• What kind of energy does your ideal client respond to — calm and informative, or bold and playful?
• Are they looking for lifestyle inspiration, practical education or a trusted local voice?
• Do your posts reflect your personality, or just what you think “content” should look like?
  

When your tone aligns with your values and your audience’s expectations, that’s when content hits. You don’t need to thirst-trap for clicks (unless that’s your thing); you just need to communicate with purpose.

TikTok adds alt text and contrast tools for accessibility

In honor of Global Accessibility Awareness Day, TikTok rolled out a wave of new features aimed at making the platform more inclusive. Most notably, users can now add alt text to photos, either during upload or after publishing. TikTok also improved text presentation options, added a color contrast switch, and now supports bold text from device settings for users with low vision.

These changes may seem small, but they reflect a bigger shift toward platforms designing for access, not just aesthetics.

For real estate professionals, this is a prompt to make your content more inclusive — and by extension, more impactful.

Adding photo descriptions, captions or alt text doesn’t just support accessibility — it improves clarity, SEO and reach. If someone can’t hear your audio or see your visuals clearly, what are they walking away with?

Creating with inclusion in mind ensures that everyone can connect with what you’re sharing. And that’s the kind of thoughtful content that resonates far beyond the algorithm.

Instagram experiments with lockable Reels

Instagram is officially testing lockable Reels — content that’s only viewable with a code. The Weeknd was the first to use it publicly, with fans needing a passcode to unlock the post.

The feature is still in testing, but it signals a growing push toward exclusivity as engagement, inviting followers into a more private or gated experience.

For real estate professionals, this is a reminder that scarcity can drive value.

Think sneak peeks, VIP content for buyers, or behind-the-scenes looks shared only with select clients or mailing list subscribers. Used thoughtfully, locked content could build curiosity and deepen loyalty.

Threads quietly tests video ads

Threads is now testing video ads, just weeks after opening up global access to advertisers. It’s a small update with big implications: Meta is serious about monetizing Threads, and video is the next frontier.

For real estate professionals, this is a cue to watch and wait.

Threads is still a conversation-first platform, but if you’ve built engagement there, video ads might eventually offer a soft-sell way to reach warm audiences. For now, focus on sharing value — and keep an eye on how users respond to the shift.

YouTube builds new tools for brand + creator partnerships

YouTube just dropped a suite of tools to make creator partnerships easier and smarter. New features include:

• Creator Search Hub to help brands find influencers
  
• Insights Finder to understand creator audiences
  
• Partnership Ads that let creators and brands run joint campaigns
  
• Affiliate integrations for measurable results
  

It’s all part of YouTube’s strategy to make itself the go-to place for serious branded content.

For real estate professionals, this is a sign that YouTube isn’t just for long-form video anymore — it’s a scalable influencer platform.

If you’ve considered partnering with local creators or micro-influencers, YouTube’s new tools might make those collaborations easier to track, target and monetize.

Facebook’s new ‘creator guide’ lives … on Instagram

Meta has launched a Facebook for Creators profile, but instead of hosting it on Facebook, it’s on Instagram. Like its “Instagram for Business” sibling, the account shares helpful insights, content tips and updates for those trying to grow across Meta platforms.

For real estate professionals, this is a reminder to mine the tools already built into the apps you use.

If you’re feeling stuck on what or how to post, creator hub accounts like these offer free, platform-backed guidance you can implement immediately.

Mosseri says: Keep your Stories under 5 a day

Instagram head Adam Mosseri says the “ideal” number of Stories per day is less than four or five — any more, and your audience may start tapping through or dropping off.

For real estate professionals, this is permission to be brief.

Rather than flooding your Stories, focus on three or four slides that move with intention, think teaser, context, takeaway and call to action. Less clutter; more clarity.

TL;DR (Too Long, Didn’t Read)

• National Park parody accounts are going viral by using humor and sex appeal to raise awareness, proving that tone and voice can drive deeper engagement.
• TikTok adds new accessibility tools, including alt text and higher contrast modes.
• Instagram begins testing lockable Reels — gated video content viewable only with a code.
• Adam Mosseri recommends fewer than five Stories per day.
• YouTube launches new tools to support brand and creator collaborations.
• Threads begins testing video ads globally, expanding its monetization strategy.
• Facebook launches a “For Creators” guide on Instagram.

From national park satire to alt text rollouts, the message is clear: If you want to build something lasting, you need to know who you’re talking to — and say it like only you can.

Trending sounds may not drive reach, but thoughtful structure does. Eye-catching content may go viral, but purpose is what makes it stick. When you lead with intention, your content doesn’t just show up — it resonates.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

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Tech, scale and strategy fuel Q1 wins across real estate

by Jessi Healey | May 15, 2025 | Industry, News Feed

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

The first quarter of 2025 reveals a real estate industry in motion — not just responding to headwinds, but actively reshaping its future. Tech-forward platforms like Zillow and CoStar Group are capitalizing on strategic growth areas, with Zillow returning to profitability and CoStar continuing its expansion of Homes.com.

At the same time, traditional and alternative players are sharpening their operational edges: LoanDepot and Douglas Elliman both narrowed losses while boosting revenue, and Guild’s mortgage originations soared despite a headline loss tied to a servicing writedown.

Yet the shakeups persist. EXp Realty’s agent count declined again, Redfin saw revenue dip ahead of its Rocket merger and Offerpad continues to battle soft sales, despite ramping up acquisitions. Meanwhile, Blend is reassessing its business model amid shrinking mortgage revenue, and Mr. Cooper’s servicing portfolio contracted for the first time in two years.

Across the board, companies are betting on efficiency, innovation and scale — some with clearer wins than others. Here’s how the top names performed in Q1 and what their results suggest about the industry’s evolving priorities.

The portal lifted its rental and mortgage segments in the first three months of 2025, earnings data shows. CEO Jeremy Wacksman said the gains came despite a tough market.

Revenue grew by 12 percent to $732 million, and the Homes.com salesforce expanded to 370 people on the way to a goal of 500 reps, according to quarterly earnings data.

Company founder Anthony Hsieh, who returned to the executive leadership team in March, says investments in technology, connections to real estate agents and joint ventures with homebuilders will help it scale.

The iBuyer revealed that it bought 3,609 homes in the first three months of 2025. That number represents a 4 percent year-over-year increase.

First quarter revenue was up year over year to $253.4 million and net loss decreased significantly on an annual basis to $6 million or $0.07 per diluted share, according to Q1 earnings data.

Shares in Guild Holdings gain 10 percent as investors recognize $23.9 million net loss for the quarter was driven by a $70 million writedown in the fair value of Guild’s mortgage servicing rights portfolio.

Blend posted a $9.4 million loss in the first quarter as the slow pace of home sales pulled revenue from its mortgage software suite down 22 percent from Q4. Its consumer banking suite brought in $9.6 million.

Executives put a positive spin on prospects for growth, with loan origination volume up 17 percent from a year ago to $32.4 billion, with refi boom helping drive 5 percent increase in revenue to $613.4 million.

At $15.1 million, Offerpad’s Q1 net loss was down 14 percent from Q4 2024, with home acquisitions up 18 percent to 454. A 9 percent drop in home sales caused revenue to shrink by 8 percent to $160.7 million.

Nation’s largest loan servicer turned an $88 million Q1 profit and remains on track to be acquired by Rocket in Q4, a deal that’s prompted United Wholesale Mortgage to cut ties to Mr. Cooper.

In its final quarter before it unveils a major update, the short-term rental leader posted $154 million in profit from 143.1 million total bookings on the Airbnb platform.

Despite a year-over-year decline in Q1, CEO Glenn Kelman voiced confidence as Redfin continued to finalize its $1.75 billion all-stock merger with Rocket Companies.

Move Inc. grew revenue for the second consecutive quarter, despite declines in lead volume and suppressed web and mobile traffic at Realtor.com, earnings data shows.

New Elevate program providing “concierge-level services” to agents is off to such a strong start that Fathom executives have temporarily suspended guidance while they rework the 2025 forecast.

Home loan giant boosts Q1 mortgage production by 7 percent, to $21.6 billion, and executives say plans to acquire Redfin and Mr. Cooper remain on track to close this year.

Despite a slower housing market, the brokerage’s revenue grew 28.7 percent year over year in Q1 while transactions rose 27.8 percent.

The cloud-based brokerage lifted agent count 11 percent between the end of December and March, according to quarterly earnings data. Real now boasts over 27,000 agents.

Revenue fell to $74.5 million, down from $78.3 million a year earlier, marking the 11th-straight quarter of decline, according to financial results posted by RE/MAX.

A $1.95 trillion asset cap that’s limited the bank’s growth could be lifted in Q2 with CFPB and other regulators having closed 12 of 14 consent orders aimed at remedying past business practices.

The franchisor’s performance was driven by its luxury brands. President and CEO Ryan Schneider also reaffirmed during an investors’ call the company’s stance on Clear Cooperation.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

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Trending: A winning gorilla debate answer, and TikTok holds on

by Jessi Healey | May 11, 2025 | Industry, News Feed

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

Some trends go viral because they’re absurd. Others go viral because they strike a nerve. The smartest brands — and voices — know how to spot the difference.

From Robert Irwin reframing a ridiculous gorilla debate with compassion, to platforms like Instagram and Threads testing new tools that prioritize tone over polish, the theme is clear: Resonance beats reach.

Whether you’re navigating disappearing metrics, algorithm shifts or just trying to figure out what to say in a noisy feed, the real win isn’t getting seen — it’s being remembered.

Robert Irwin defuses the gorilla fight debate with empathy and clarity

The internet has been in a full-on debate spiral over this question: Could 100 unarmed humans defeat a single gorilla in a fistfight?

Robert Irwin — wildlife conservationist and one of the internet’s more emotionally intelligent voices — finally weighed in on TikTok. His response? Calm, warm and rooted in reality.

He didn’t mock the trend or try to go viral by picking a side. Instead, he reframed the entire conversation.

“Just as an animal conservationist, fighting an endangered species doesn’t sit right with me … Maybe let’s just let this one remain a mystery.”

Irwin redirected the hype toward something meaningful, reminding viewers that gorillas are critically endangered and typically non-aggressive. In doing so, he demonstrated an often-overlooked truth in social media: You don’t have to out-shout a trend — you can out-resonate it.

For real estate professionals, this is a case study in brand voice done right.

If your content strategy leans into trends, humor or meme culture, take notes:

• Acknowledge the moment without being performative
• Reframe the conversation with your values
• Lean into calm clarity over hot takes

Irwin’s response worked because it was consistent with his public persona, rooted in purpose and didn’t try to hijack the trend — it subtly redirected it. And that’s the kind of engagement that builds real trust, not just likes.

Trump suggests yet another TikTok delay

TikTok’s legal limbo continues. President Donald Trump has hinted at a third extension to the platform’s U.S. sell-off deadline, citing tensions with China and stalled negotiations. Technically, the ban is law. In practice, it’s politics.

For creators and brands, this means TikTok remains open — but unstable. The platform’s future now hinges less on content and more on diplomacy.

For real estate professionals, this is a reminder that platform loyalty should never outweigh strategy.

The best safety net? Diversified, values-driven content across multiple touchpoints.

Threads hits 350M users — but video still struggles

With 350 million monthly users, Threads has scaled quickly. But video? Not so much. Instagram chief Adam Mosseri recently explained why: Threads is designed for conversations, not entertainment.

That means glitzy Reels-style video just doesn’t perform the same way here. The algorithm (and audience) favors thoughts over theatrics.

For real estate professionals, this is a cue to lead with clarity over flash.

Use Threads to share your point of view: Market takes, local insights, even quick reflections. Think coffee shop chat, not polished promo. The engagement is there — you just have to meet it in the right voice.

LinkedIn leans in with BrandLink monetization

LinkedIn has launched BrandLink, a new ad format that pairs sponsored video with influencer and publisher content. It’s a small update, but part of a bigger shift: LinkedIn wants to be more than résumés and reposts. It wants creators — and it’s willing to pay them.

For real estate professionals, this is a nudge to treat LinkedIn like a lead engine, not a parking lot.

If you’re already posting market insights or listing breakdowns, think about how that content could be packaged with partners. Your credibility is your currency — don’t be afraid to monetize it through smart collaborations.

Instagram wants to pick your Story soundtrack

Instagram is testing automatic song suggestions for Stories — tiny background tracks designed to match the vibe of your visual content. No need to scroll endlessly for the “right” song — Instagram will queue it up for you.

It’s a small feature, but one that shows how Instagram is trying to reduce friction and increase polish.

For real estate professionals, this is an invitation to make content creation easier, not harder.

Don’t overthink the tools. Use what’s there, move quickly, and focus on storytelling over production. A well-placed audio track won’t sell a home — but it might keep a viewer watching long enough to remember your name.

Hiding Reels view counts may be the most freeing feature yet

Instagram is testing a feature that lets you hide all view counts on Reels — a subtle but significant shift for creators tired of chasing numbers. If turned on, only you will see how many views your content has.

It won’t make your videos perform better, but it might make you feel better about sharing them.

For real estate professionals, this is a healthy shift toward substance over optics.

View counts don’t close deals — trust does. If this feature rolls out broadly, use it as permission to post consistently without worrying how each video “looks” to the algorithm. The real ROI comes from the people who see your content — not the ones who scroll past it.

TL;DR (Too Long, Didn’t Read)

• Robert Irwin reframes a viral gorilla debate with empathy — proof that the most memorable responses are values-driven, not attention-seeking.
• Trump signals another TikTok deadline delay — highlighting ongoing uncertainty and the need for platform diversification.
• Threads hits 350 million users, but video still lags; the platform rewards perspective over polish.
• LinkedIn launches BrandLink to pair video ads with creator content, signaling bigger moves into monetization.
• Instagram tests auto-suggested music for Stories and the ability to hide Reels view counts — small changes that encourage more relaxed content creation.
• Subtle updates across platforms suggest a shift toward quieter, more intentional engagement.

Platforms are always shifting, but the most meaningful updates aren’t always the flashiest. Whether it’s Threads prioritizing conversations over video, Instagram easing pressure with hidden view counts or Robert Irwin quietly reframing a viral debate, the pattern is clear: Impact comes from clarity, not spectacle.

For real estate professionals, this is a moment to sharpen your message, not your polish. Focus on where your voice adds value — because staying visible isn’t just about showing up everywhere. It’s about showing up well.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

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